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Introduction Corporate Social Responsibility (CSR) refers to a general belief by citizens that businesses have a responsibility to society that extends beyond their obligations to stockholders or investors in the firm (Visser et al., 2007). The foundation of a business is to serve investors by generating profits and maximise long-term wealth for them. The concept of CSR brings to light that businesses have other stakeholders which it has a responsibility to such as consumers, employees, suppliers, the general community, the media and the government (Steiner and Steiner, 2009). CSR is about how they interact with these stakeholders and what measures are taken to protect the environment. Corporate Social Responsibility applies to all organisations but mainly to large organisation as they tend to have more power. Due to the concept of Corporate Social Responsibilitys progressive infringement in todays business world, an extensive analysis of it will be conducted. To put it into perspective, an overview of relative concepts that fall under the banner of CSR will be explored, namely, Sustainability, Corporate Social Performance, Societal Marketing, Cause-Related Marketing and Green Marketing. All of the above have a common goal, that being the betterment of society coinciding with the goals of the corporation. This discussion will thereafter extend to the triple Es of sustainability which are Environmental, Equity and Economy. Furthermore, the relevance and linkage of sustainability marketing to the current marketing context and the four Ps, product, price, promotion and place, will be highlighted.

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Concepts that stem from CSR Corporate sustainability stems from CSR. It is understood as the field of thinking and practice by which companies work to extend the life expectancy of ecosystems, societies and economies (Visser et al., 2007). Recently, sustainability issues have been forced up through corporate hierarchies. Sustainability has a very specific meaning that is linked to human development and the environment. It is merely a concept defined as development that meets the needs of present generations without compromising the ability of future generations to meet their needs (Visser et al., 2007). Sustainability overlaps with several other concepts such as, corporate citizenship, social responsibility and environmental management and therefore the terms can be used synonymously. Corporate Social Performance is basically an extension to the concept of CSR and focuses on results achieved by the business. Business has a responsibility to nature or kind and businesses need to produce goods that the society wants. Societal marketing is about satisfying customers needs whilst keeping in mind the general needs and requests of society. It is basically the duty of companies to be considerate and not endanger the natural environment. In doing so, companies bring about awareness relating to sustainability in an attempt to create conformity of customer behaviour to that of responsible individuals. Cause-related marketing occurs when a company donates a portion of their profits to a charity, committing to a specific cause. This usually occurs over a period of time, for a specific product and the proceeds go to a specified charity. The organisation is basically partnered with the charity organisation creating a mutually beneficial relationship (Visser et al., 2007). Consumers tend to respond to cause-related marketing offers as long as they find the product or service satisfactory and they get the opportunity to contribute to a charity. Green marketing is an effort by the organisation to produce products and services that do not harm the sustainability of the natural environment. For example, automakers now make the effort to make cars that consume less fuel (Visser et al., 2007).

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Triple Es of Sustainability. In understanding sustainable marketing, the origins are of significant importance, this being the recognition of ecology and the ecosystem. As time progressed, emphasis shifted toward the inclusion of society and the economy. Organizations promoting sustainability include World Business Council for Sustainable Development and World Commission on Environment and Development, to name a few (Ctoiu, Vrnceanu and Filip, 2010). The examination of each element will be conducted in isolation however due to its interrelated nature; there will be an overlap in reasoning. Specifically, organizations in pursuit of sustainability operate on a foundation in which concern is placed on environmental quality, social equity and economic prosperity (Victoria, et al., 2010). These triple Es that has been established, namely Environment, Equity and Economy will be discussed further, highlighting its role in relation to achieving sustainability outcomes today. Examining environmental matters, companies realize that business goals and environmental conservation do not have to be mutually exclusive (Sharma et al., 2010). Both concepts can co-exist to guarantee survival, ensure profitability and provides competitive advantage to the company employing it. Environmental concern by society and companies are increasingly prevalent as a means to achieve sustainability. Furthermore, companies are presented with opportunities when implementing environmental initiatives in their business practices. This opportunity is an increase in target market as companies are now able to target an entirely different market segment, which are specifically environmentally conscious consumers. In going back to the link between financial benefits and environmental sustainability, two theories (Sharma et al., 2010) can provide support for this linkage. Firstly, the resource-based theory highlights that the utilization of resources in an improved and conscious manner will lead to better performance, therefore profitability (Sharma et al., 2010). Secondly, ecologicallyconscious theory results in retention of customers therefore better financial performance yet again (Sharma et al., 2010). The aim of companies is therefore to provide products and services to consumers using the least quantity of resources, a minimum amount of pollution and wastage and the overall minimizing of environmental harm (Polonsky, M.J., 2011). The protection of environment as mentioned above takes on many titles however focus is placed on green marketing. Green marketing should be communicated to

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customers for companies to reap the benefits associated with conducting business in that manner. This can be emphasized in marketing campaigns but most commonly communicated in the form of eco-labels and environmental certification (Chamorro et al., 2009). Equity refers to the fair distribution of economic growth across nations. This fair distribution strives to ensure that poor nations are provided with goods and services that satisfy their needs as oppose to the provision of non-necessities (wants) to wealthy nations (Hunt, 2010). To open the explanation of equity to a broader spectrum, this refers to the lack of discrimination of power among members of a society given all equal opportunities and availability of resources (Ctoiu et al., 2010). This balances the wealth across nations impacting on society positively on an overall basis. This can be addressed by redistribution of wealth and income from nations which possess these at large or by trade and growth of these poor nations. In theory this forms a reasonable solution however in practice it is quite daunting. The Neoclassical growth theory which was adopted by nations in an attempt to increase growth was unsuccessful as this model highlighted investment as being a core determinant of growth (Hunt, S. D., 2010). Impoverished nations do not have the resources to invest to ensure growth. An approach that is in use is growth in terms of vigorous competition using scarce resources advantageously. With much effort devoted to economic growth to enable equity across nations, the second E can be introduced as it is vastly affected by the attainment of equity objectives. The transformation of corporations to that of a socially responsible one has many implications on the economic value of a company. Over and above revenue acquired by normal operations of the company, companies have other avenues to achieve financial gains. The goals of equity in relation to sustainability have implications on the economy of a company. As stated above, growth which is essential for equity objectives to be met results in greater financial performance of companies. Objectives related to environmental/green marketing result in customer retention which leads to greater financial gain. This retention stems from the customers perception of the company, which in this case leads to trust and loyalty (Cristache et al., 2010). A company will also benefit in terms of its image as it would be viewed as good corporate citizens aware of its surrounding and committed to better it.

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In view of the fact that sustainability marketing is integral for the progress of companies, many of them included reporting on their procedure of working with a framework including society and the environment. This reporting is known as integrated reporting, sustainability reporting or triple bottom line reporting as oppose to just focusing on financial aspects of a company. Companies understand the need to go beyond the basic provision of goods and services as they are required to follow sustainability guidelines to be on par or ahead of competition. The reporting system mentioned above form part of the King Report on Corporate Governance endorsed by companies such as Deloitte, Ernst and Young, KPMG, Old Mutual, PriceWaterhouseCoopers and Webber Wentzel Attorneys (Institute of Directors in Southern Africa, 2009). The formation of this regulatory body has an impact on public interest entities namely; Johannesburg Securities Exchange (JSE), the banking sector and the public sector (Institute of Directors in Southern Africa, 2009). Other companies not regulated by the King Report can adopt it on a voluntary basis (Institute of Directors in Southern Africa, 2009). According to a South African Institute of Charted Accountancy (SAICA) media release as of the 25th January 2011, four hundred companies listed on the JSE comply with reporting standards and guidelines as per the listing requirement, demonstrating the increasing importance of sustainability and CSR. According to the King report, companies reporting of performance should do so in terms of both financial and sustainability (Institute of Directors in Southern Africa, 2009). Specifically, the reporting includes a triple context approach namely, economic, social and environmental issues. This gives sustainability a more formal platform in business operations.

Sustainability and strategic marketing A competitive advantage can be created by a firm through the implementation of sustainability into the market orientation. By aligning sustainability with market strategies the goal of strategic alignment is achieved. The drivers of sustainability are the following tree constructs DNA, stakeholder involvement and performance management (Crittenden, et al., 2010). DNA is used to clarify how an organisation operates and how sustainability can be put into affect. Core ideology, dynamic capabilities and social engagement form part of the companies DNA. Internal and external stakeholders should be educated about the firms

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DNA. Any concerns from stakeholders should have an influence on strategic marketing planning (Crittenden et al., 2010). Marketers have become increasingly concerned with sustainability since marketing strategies are associated with the future of the environment that sustains all life. Sustainability can be defined as consumption that can persist for the foreseeable future without destructing physical, human, natural, and intellectual capital Costanza et al. (Crittenden et al., 2010).According to Belk et al. (Crittenden 2010) consumption form an integrated part of marketing. Thus it is imperative for marketers to pay attention at consumption as linked to sustainability. Through the implementation of sustainability into marketing strategies the organisation can create a competitive advantage over competitors (Crittenden et al., 2010). Intangibles associated with sustainability such as, core ideology and dynamic capabilities can create the differential advantage (Crittenden et al., 2010). Companies tend to lean toward sustainability because of their DNA. DNA consists of the companys principles and attitudes that create behavioural norms. The behavioural norms commence sustainability actions (Crittenden et al., 2010).

How sustainability impacts new product development and brands. Because of product and brand significance within the marketing strategy, comprehending the product climate within the context of DNA is vital to the long term impact of a marketing-oriented sustainability strategy. When focusing on the product development process, Ellwood (Crittenden 2010) says that brand DNA is the abstract of internal and external benefits of the brand to all stakeholders, the fundamental nature of the brand. According to Noori and Ghen (Crittenden 2010) when developing new products, the companies DNA should focus on what the organisation does in comprehending and integrating social and environmental considerations into its evaluation of market risks and opportunities (Crittenden et al., 2010). One of the most intangible assets owned by companies is brands. Corporations plan strategically for brand growth. Brand growth is driven by changes in consumer wants and needs, brand atrophy and competitor innovations. Sustainability brand growth strategies can be split into two groups, according to Werbach (Crittenden et al., 2010)

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the first leadership brands and the second integration-innovation. When sustainability is implemented into a brand portfolio it is seen as a leadership brand. An example of a leadership brand is Toyota introducing the hybrid car. Werbach (Crittenden et al., 2010) clarify integration-innovations as a notion where an organisation gradually starts to implement sustainability into their products, without consumers viewing it uncommon for the organisation. Thus the products were not initially intended to be sustainable (Crittenden et al., 2010). Leadership brands can more effectively create a sustainability brand image ten integration-innovation brands. Leadership brands have stronger brand recognition from consumers who prefer sustainability products. The corporate social performance metrics concluded that leadership brands achieve success in a shorter amount of time than integration-innovation brands (Crittenden et al., 2010). The above findings clearly show us that from a strategic marketing point of view it is important to inject sustainability into a companys portfolio of brands, and create leadership brands. Rather then integration-innovation brands.

Marketing and environmental sustainability Early research in marketing focused on te problems and difficulties in comprehending green customers and how to effectively market products to these consumers (Sharma et al., 2010).It was argued that consumer power would lead organizations to focus more on the environment, since in failing to sustain a balance with the environment would result in customers rejecting te firm (Sharma et al., 2010). A large number of business customers are seeking environmentally friendly products they favour environmentally-conscious business behaviours. Business customers cannot be overlooked. Large business customers can be more influential in demanding environmentally-friendly policies in their negotiations with other companies Drumwright (Sharma et al., 2010). Business consumers have the ability to place pressure on firms to be environmentally-conscious, and to promote only environmentally-friendly products. Especially in purchasing an environmental consciousness should be manifested within the organisation. The supply chain can be influenced by a large retailer through its buying power to become more eco-friendly (Sharma et al., 2010).

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Businesses are starting to realize that environmentally-friendly product strategies gain higher approval from customers, which contributes to long term profits for the firm. Successful societal marketing organizations have a clear environmental position in the market, such as the Body Shop Kotler (Sharma et al., 2010). These firms have an ecological reputation, to uphold their reputation they must seek suppliers that are also ecologically-conscious. Thus for an organisation to develop a distinct advantage over its competitors its important to not only target environmentally-conscious customers, but also create an environmentally-responsible supply chain (Sharma et al., 2010).

Cause-related marketing According to Steiner & Steiner (2009), cause-related marketing is used to link a companies brand to a social cause so both parties benefit. It is a variant of strategic philanthropy. Branding is used to differentiate products especially when products are mass-produced that customers might see as interchangeable commodities if they lack brand attributes. Two dimensions are used to create attributes to influence buying decisions. One is to create an impression in the buyers mind of the products positive qualities. The other is to fulfil the customers emotional needs by creating an emotional association with the product. Marketers have now found a third attribute by connecting their brand to a charitable cause, seeing that consumers are becoming more socially responsible. By implementing cause-related marketing a company can use the attribute dimension to its brand while also doing a philanthropic good deed. Organisations can benefit from cause-related marketing as it serves as a powerful sales tool (Steiner & Steiner, 2009). In a recent survey conducted, 85% of consumers said they would switch to a brand associated with a cause if price and quality were comparable. For example a six week campaign was run by the Coca-Cola Company in which they gave 15 cents to Mothers Against Drunk Driving for each carton of Coke sold at Wal-Mart stores. Competitors felt the punch as Coca-Colas sales increased by 490% in the six week period. Corporations and marketers alike believe that cause-related marketing benefits both companies and the cause (Steiner & Steiner, 2009).

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In order to advance market performance and differentiate between new and existing brand, market orientation should focus less on customers and competition and more on sustainability that includes all stakeholders (Crittenden et al., 2010)

Linkage of sustainability marketing to the 4 marketing Ps With sustainability marketing on the rise, it is vital that a marketing mix be designed and linked with it so that it can be distinguished from the traditional vision. The four Ps of marketing are product, price, promotion and place. Each one of these aspects has to be particularly linked into sustainable marketing. In product policy, all aspects from new ideas to product development have to be approved to sustainable vision meaning that they focus entirely on stakeholder satisfaction and be weary of not affecting long-term interests. A new product has to be assessed according to certain prerequisites: customers priority needs should be adhered to, energy levels as well as consumption of resources, probability of producing of goods by renewable sources and recycling them, consequences of health issues, levels of pollution, straightforward way of repairing it, and abstain from using kids or animals in the procedures (Ctoiu et al., 2010). Packaging is a vital element of the product and it needs to be: safe, useful, bio-degradable and easy to transport (Ctoiu et al., 2010). The image of the product is very important to the company in sustainable marketing as they need to build and retain a positive reputation so that they may convey their concerns on social responsibility. For pricing policy, the most important aspect here for sustainable development is on setting the right price that will make both parties happy. Both parties need to be assured and convinced that distribution is done fairly. Fair pricing will lead to ethical behaviour ensuring that positions of power will not prevail. For example, due to customers power superiority, it is possible to be imposed a certain price that does not reflect the value offered (Ctoiu et al., 2010). Suppliers would then be forced out of business because fair principles have not been met and sustained development would be affected (Ctoiu et al., 2010). Prices also need to be set according to the real value of the product.

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In sustainable development, pricing has to consist of some environmental protection taxes by using cause-related marketing. This could prove to be an advantage used to decrease the usage of energy or of products affecting the environment. It is imperative in sustainable marketing to make known the value offered by environment improvement so that the price paid will be justified. People warm up to prices more when proceeds are going to charity so basically pricing is an agent of social causes. In promotional strategy, messages have to be focused on environmental protection and must be loud and clear ensuring deceptive information is not used (Ctoiu et al., 2010). The target market should consist of all stakeholders including the government and environmentalists (Ctoiu et al., 2010). Product attributes that are conveyed in these messages have to be approved by real people that belong to certain target category. Promotional campaigns need to stem from marketing research information that clearly points out the needs of customers as well as their opinions and viewpoints that relate to the company and product (Ctoiu et al., 2010). A company will be able to make their consumers aware of environmental demands and to behave sensibly by their messages. In sustainable marketing, distribution has to focus on a fair trade orientation meaning that business deals have to be based on respect, equity and transparency to form a healthy partnership aimed to bring about logical vision and reciprocal rewards (Ctoiu et al., 2010). It has been pointed out that when a company relies on external resources, long term economic development may be ameliorated by vertically coordinating supply chain activities. This could form associations with relevant suppliers that entice safe product offerings caring about the environment and the health of consumers. One example is of Starbucks cafes that use this type of partnership to offer high quality coffee assuring a fair price to the farmers that grow coffee plants in ecologic conditions (Ctoiu et al., 2010). A sustainable vision on supply chains has repercussions on cost leading to a decrease of product packages, storage and transportation, resulting in a more preferable working environment for workers (Ctoiu et al., 2010). Marketing has a meaningful offer to sustainability marketing because it aims on increasing the value rendered to consumers and carefully considers scarce resources. Products that are configured in a sustainable vision have to take into account subsidiary costs associated with environmental protection which could increase selling prices but in the long term the actual cost can prove to be reduced. So taking into account the current

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world conditions, the demand for certain products is cut down to a few consumer groups that possess a social reputation and an interest on long term effects of consumption. The four ps can clearly be seen as a framework for a more sustainable world and businesses are now understanding the importance of adapting to sustainability whilst learning to create a balance between environment and societal factors. Some companies view sustainable marketing as an extra cost to them and they usually tend to cut down on marketing costs. These companies need to be educated on the benefits of sustainability marketing and that it could prove to be pivotal to the economy. Sustainable marketing can be a low cost to an organisation if they implement it properly at 1st because once the strategies have been put into action, procedures just flow smoothly.

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Conclusion Corporate Social Responsibility, as revealed, is forming a fundamental role in business. Company activities are aligned with practices that enhance society while maintaining a financial position. Procedures are followed as core to companies operations such as sustainable or integrated reporting which further highlights the shift of companies to include well-being of society in their quest for profitability. This approach that has been adopted by many companies has proven beneficial in terms of financial gain as well as positive public image. It has actively aimed at making companies aware of the environment and the duties they have towards being sustainable. Most companies these days are also shifting towards sustainable marketing as it has been proving to be economical for them and convince consumers to view a firm more positively. Sustainable marketing put simply is a concept where the priority is on achieving the triple bottom line using sustainable methods whilst still satisfying all stakeholders. Marketing orientation has evolved in the recent decades by adjusting to the latest financial and social requirements giving rise to new concepts such as: societal marketing, cause-related marketing and green marketing or sustainable marketing.

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